My name is Sean Knecht, and I’m the co-founder (and CEO) of Tantos—a brand that’s quickly become my obsession. Let me guess: you’re probably wondering, “Who is this guy? What exactly does he do?” Truth is, I’ve spent most of my adult life as an entrepreneur, with only a short, two-year stint in the corporate world before I realized I needed to carve my own path. Since then, I’ve launched businesses, experimented with passion projects, and made my share of mistakes—all while discovering the thrill of building something from scratch.
I’ve done a lot of this work quietly—late nights, endless problem-solving, and perfecting processes out of the spotlight–aside from a brief appearance on Shark Tank in 2016, but that’s a different company and a different story. But there’s something special about finally sharing what happens behind the scenes. That’s why I’m launching Behind the Bag, a more personal account of how a completely new product tries to find its way into store aisles. Believe me, it’s not always glamorous. One day might bring a major retailer’s “maybe,” the next, 10,000 mislabeled bags show up at the warehouse—just real talk. Still, these ups and downs are what make entrepreneurship so invigorating.
Before this, I helped build PrideBites, which taught me how to start and grow a brand when I had zero experience. Tantos, however, is a different beast. It began with me making homemade pasta and then meeting Chef Joe, who later became a best friend turned co-founder. Together, we stumbled upon the idea of turning pasta into a snack—more specifically, puffed pasta chips. From that moment on, I couldn’t stop thinking about the possibilities. I want Tantos to one day share shelf space with the biggest snack names out there. Who knows—maybe we’ll even become a pantry staple.
I’ve tried a few small ventures between PrideBites and Tantos that never fully took off, but this one has me completely hooked. I love this product and this business; it’s about the puzzle of building supply chains, perfecting flavors, and convincing the world that yes, a pasta chip can change the snack aisle.
What You’ll Find Here
Think of Behind the Bag as your backstage pass to the daily grind of launching a new CPG brand. You’ll see:
- Grit & Growth: The unfiltered truth of startup life—late nights, wrong turns, lucky breaks, and an unwavering tenacity when the odds feel stacked against you.
- Luck: Perfect timing and chance encounters sometimes matter more than we’d like to admit.
- Professional Persistence: You keep going because you believe in your product, your team, and your vision.
I’m determined not to give you some glossy, corporate recap. Real life is messy. Sometimes the product sells out in minutes; sometimes the phone won’t ring at all. Tantos is my passion project, but that doesn’t mean it’s smooth sailing every day. And yet, that’s the beauty of entrepreneurship: every challenge forces you to get creative and push forward.
If you’re wondering who does what: in Tantos, I’m the one wearing about 57 hats. I built our supply chain and logistics from scratch, I handle inventory, manage the finances, coordinate with our sales team, and oversee every department—except, thankfully, social media and influencer marketing (some things are best left to the experts–and that’s a huge part that Chef Joe has mastered). If you’ve ever launched a business, you know the feeling: every day brings a million tasks competing for your attention, and somehow you find a way to juggle them all…or let’s be real, sometimes you don’t and that’s okay too.
I’m also going to share the emotional side of this journey. It’s nerve-wracking to open up about every pitfall, but I believe authenticity is the best way to show what truly goes into building a brand. What if people think I’m crazy for believing in a puffed pasta chip? That fear is real. But I’d rather be honest about the rollercoaster than pretend it’s always smooth sailing.
Looking Ahead
I can’t predict exactly where Tantos will be a year from now, let alone 3 or 5. Maybe we’ll land nationwide distribution, pivot 180 degrees, or stumble onto a totally new concept. That’s the magic of building something from scratch—you never truly know how the story ends until you’re living it. But no matter what happens, I’ll be documenting each twist and turn for anyone curious enough to follow along.
So, welcome to my world—part dreamer, part doer, and fully committed to making Tantos a success. I hope you’ll stick around, offer your thoughts, and maybe find a spark of inspiration for your own big ideas. Let’s see where this journey takes us—one snack-sized step at a time.
